In an exclusive interview, Andrea Risti, responsible for the Novi Ligure plant of Campari where a new Aperol production line was inaugurated, revealed that only five people in the world know the secret recipe for Campari. During a visit inside the factory, Risti explained that they receive bags with dehydrated herbs labeled “herbs for Campari,” but they do not know which herbs they are or where they come from. The production process begins with the infusion of herbs, alcohol, and water in enormous tanks at the plant in Novi Ligure.
Matteo Fantacchiotti, CEO of Campari, believes that there is a growing trend towards low or no alcohol beverages. He mentioned that their product Crodino is already the number one alcohol-free product in the world and that they are launching it globally to meet this demand. Fantacchiotti believes that in the next ten years, the market for alcohol-free beverages will grow considerably, similar to how the beer market evolved over time.
Fantacchiotti also stated that Campari products are already low in alcohol, with Crodino being zero alcohol and made with herbs. They are introducing it as a no-alcohol spritz globally and have high ambitions for its success in this emerging market. This trend towards low or no alcohol beverages presents an opportunity for Campari to meet consumer preferences and expand their product offerings globally.
